The Influence Of Customer Experience On Customer Loyalty Mediated By Emotional Experience Among Shopee Users In The Special Region Of Yogyakarta
DOI:
https://doi.org/10.62872/jkaa2823Keywords:
customer experience, customer loyalty, emotional experienceAbstract
The rapid growth of e-commerce competition requires companies to deliver superior customer experiences to ensure long-term loyalty. In the context of Shopee users in the Special Region of Yogyakarta, customer experience and emotional experience play essential roles in influencing customer loyalty. This study aims to examine the influence of customer experience on customer loyalty, with emotional experience as a mediating variable. A quantitative approach was employed, using purposive sampling. Data were collected through an online questionnaire (Google Form) and analyzed using SEM-PLS. The findings indicate that customer experience has a positive and significant effect on customer loyalty. Additionally, customer experience significantly influences emotional experience, and emotional experience significantly affects customer loyalty. Furthermore, emotional experience is proven to mediate the relationship between customer experience and customer loyalty. These results highlight the importance of emotional engagement in strengthening customer loyalty in e-commerce platforms. Therefore, Shopee and similar platforms must enhance emotional touchpoints by providing responsive, personalized services that foster feelings of satisfaction, appreciation, and comfort. This study is limited to Yogyakarta and online survey distribution. Future research should expand the geographical scope and consider mixed-method approaches.
Downloads
References
Achmad, G. N., & Jannah, S. S. (2021). The influence of e-commerce features on consumer purchasing decisions during the Covid-19 pandemic. Journal of Sharia Management and Business, 1(2).
Ali, M., Yuniati, S., & Wijaya, T. (2021). Customer loyalty: Determinants and strategies in the digital era. Journal of Management Science, 19(1), 55–67.
Arviollisa, A., Rachman, A., & Zubaidah, S. (2021). Customer experience and its impact on e-commerce customer satisfaction. Journal of Business Management, 9(1), 40–50.
Assauri, S. (2019). Marketing management. Eagle Press.
Azela, D. F. (2021). Statista: Number of e-commerce users in Indonesia reaches 159 million people. Statista Report.
Badan Pusat Statistik. (2023). Census economy 2023. Statistics Indonesia.
Bougie, R., & Sekaran, U. (2018). Research methods for business: A skill-building approach (8th ed.). Wiley.
Chen, C.-F., & Lin, Y.-H. (2014). The impact of customer experience and customer satisfaction on brand loyalty: Evidence from the airline industry. Journal of Air Transport Management, 16(3), 114–119.
Diao, Q. (2021). The impact of service quality and customer satisfaction on loyalty in Shopee e-commerce. Asian Journal of Business and Management, 9(1), 77–84.
Erwan, J. (2021). Factors influencing customer experience in the digital era. Journal of Islamic Economics and Business, 6(2), 115–122.
Fatmawati, F., Handayani, A., & Purnama, B. (2024). The effect of customer engagement on customer loyalty with satisfaction as a mediator. Journal of Management Research, 13(2), 149–160.
Garg, R. (2014). Customer experience: A key to build loyalty. International Journal of Management Research and Reviews, 4(2), 260–268.
Ghozali, I. (2021). Application of multivariate analysis with IBM SPSS 26 and SmartPLS 3.3 for thesis and dissertation research. Diponegoro University Press.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate data analysis (8th ed.). Pearson.
Hidayat, S., Cahyadi, D., & Amen, M. (2009). Customer loyalty management. Independent Library.
Intan, N., Fauzi, M., & Syafri, H. (2024). The influence of experiential marketing on customer loyalty with satisfaction as a mediating variable. Journal of Economics and Business, 15(1), 35–44.
Irawan, H., et al. (2020). Marketplace Trends Indonesia 2020. Indonesian Internet Service Providers Association.
Kurniawati, D., & Ariyani, F. (2022). Customer experience and customer engagement towards customer loyalty. Journal of Marketing Management, 12(1), 78–89.*
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Livia, A. R. (2014). Analysis of the influence of emotional experience on customer loyalty (Undergraduate thesis). University of Indonesia.
Lukas, M., Hartati, T., & Supriyadi, A. (2022). The role of emotional experiences in shaping e-commerce customer loyalty. Journal of Management and Entrepreneurship, 10(1), 65–75.
Mukhlisin, M., & Yuana, R. (2023). Emotional experience and customer satisfaction in the independent coffee industry. Journal of Business and Creative Economy, 11(2), 56–67.
Ningsih, R., & Hurnis, M. (2023). Analysis of customer loyalty in the e-commerce industry. Journal of Economics and Business, 8(1), 22–30.
Nirawati, L., Afida, E., Mutiahana, A., & Pratiwi, A. D. (2020). The influence of trust and customer experience on loyalty in Shopee application. Journal of Economics and Business, 7(1), 45–52.
Parise, S. (2015). The role of customer experience in the digital era. Journal of Interactive Marketing, 23(1), 55–70.
Pekovic, S., & Rolland, S. (2020). Emotional experience and customer loyalty in digital environments. Journal of Retailing and Consumer Services, 57, Article 102210.
Ritonaga, M., & Pane, T. (2020). The influence of emotions on customer behavior: A consumer psychology perspective. Journal of Psychology, 17(2), 122–130.
Salim, C., & Fransiska, E. (2015). Customer experience and its impact on e-commerce customer loyalty. Journal of Management and Business Research, 10(3), 112–121.
Smith, J., & Wheeler, A. (2002). Managing the customer experience: Turning customers into advocates. Pearson.
Sugiyono. (2023). Quantitative, qualitative, and R&D research methods. Alfabeta.
Suryani, T., Mulyono, M., & Wijaya, A. (2021). Emotional branding as a strategy to build customer loyalty. Journal of Marketing Strategy, 12(2), 34–41.
Thomas, A. (2023). The influence of psychological factors on consumer emotional experiences. Journal of Business Psychology, 14(1), 41–53.
Whalley, B. (2014). Marketing in the digital age: A strategic approach. Oxford University Press.
Wirtz, J., & Gottel, V. (2016). Technology-mediated service encounters. Journal of Service Management, 27(2), 141–162.
Yunus, H., & Aribowo, B. (2020). Customer experience and hospital patient satisfaction. Journal of Hospital Management, 6(1), 20–31.*
Zulviko, H. (2023). Study of e-commerce customer loyalty behavior based on customer experience dimensions. Journal of Economy and Digital Business, 4(2), 88–99.
Downloads
Additional Files
Published
Issue
Section
License
Copyright (c) 2025 Sujoko Sujoko, Syarifah Syarifah, Rakhmat Sigit Widodo (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
